Videology — a digital video advertising platform and solutions provider — held an interactive showcase at the IAB Ad Lab in New York yesterday for the media and digital agency community.

The showcase allowed attendees to interact with the content and advertising experiences offered by the major devices that currently allow consumers to watch video programming on their television sets, including an integrated "Smart TV," XBOX 360, Playstation 3 (PS3), Google TV, Apple TV and Roku.

"Connected TV is a rising star within the digital video space right now, and for good reason," said Brad Herman, Videology's Chief Supply Officer. "Yet, despite its growing popularity, many advertisers don't quite fully understand its capabilities. We feel it's important that digital marketers see and experience first-hand the different advertising experiences offered by Connected TV and determine how each best works for their brands."

Videology stated that Connected TV continues to play an increasingly important role in their overall business, citing the following growth statistics:

Year-to-date, Connected TV-served video ad impressions are already 5 times greater than in the entirety of 2011

15 times more campaigns are running on Connected TVs May-over-May

5 times more advertisers running campaigns on Connected TVs in May-over-May

Changing media consumption habits are driving marketers' interest in a screen-agnostic approach to video advertising. It is estimated that 38 per cent of households now have connected TVs, up from 30 per cent in 2011 (Leichtman Research, April 2012). Moreover, results from a proprietary study by Videology showed that 70 per cent of online video consumers expressed interest in watching more television programming on alternate devices, and 40 per cent said that they will definitely watch more in the coming year. (Videology, May, 2012)

"Clearly, consumer interest in viewing programming when and where they choose is driving advertisers' interest in screen-agnostic video strategies. Following the consumer throughout their viewing path, regardless of device, is increasingly important within a fragmenting world of screens," added Herman.Videology reported that the total number of in-stream video impressions directed toward emerging video devices (mobile, tablet, connected TV) now comprise approximately 15 per cent of its monthly total, or over 75 million impressions (April, 2012). It is also important to note that these impressions are not currently reported by ComScore or other measurement services that track online video advertising. As a result, the commitment to these devices by advertisers is not yet fully quantifiable and likely underreported — an increasingly important concern as usage escalates.

Videology (videologygroup.com) is a screen-agnostic video advertising technology that works across all video screens to connect brands with consumers. Videology achieves this through mathematically-driven data analyses that allow it to target precise consumer segments — at scale — by demographics, psychographics, and behavioral segments. This precise targeting permits advertisers to extract increased value from every media impression, and allows content partners to monetize their audience more effectively. Videology, Inc., is a privately-held, venture-backed company, whose investors include NEA, Valhalla Partners and Comcast Ventures. The company is headquartered in Baltimore, MD, with key offices in New York, Austin and London, and sales teams across North America.